Exploring mobility and non-mobility preference and willingness to pay for mobility-as-a-service bundle design: evidence from Taiwan

To design and provide a user-centric mobility-as-a-service (MaaS) bundle, it is necessary to understand prospective users’ needs for mobility services and the price they are willing to pay. Using a survey sample collected in Chia-Yi City, Taiwan, this study employs the contingent valuation method to explore willingness to pay for an MaaS bundle, the perceived importance of mobility services, and interest in non-mobility attributes expected within the bundle at the design stage. Five psychological variables, namely, ‘willingness to be a green traveler,’ ‘mobility independence,’ ‘interest in discovering new ways to travel,’ ‘perceived utility,’ and ‘perceived value of private vehicle,’ are used to identify three latent market segments, namely, active, supportive, and skepticalMaaS users. The factors affecting users’ intention to adopt the MaaS bundle are examined for each segment. The implications and recommendations for developing customized MaaS bundles are described herein.